电子机票品牌忠诚驱动因素的实证研究

发布时间：2018-06-02 05:00

本文选题：电子机票 + 品牌忠诚　；参考：《东北大学》2008年硕士论文

【摘要】：近十年来,中国的电子商务市场迅速发展,其软硬件条件均得到了明显的改善。而在这段时间内,中国的民航业也发展迅速,市场规模以每年15%的速度扩大。在这个背景下,我国电子机票市场得到了蓬勃的发展,电子机票既给消费者带来了便捷,又降低了航空公司的运营成本。但是,我国的航空公司刚刚走出卖方市场竞争的阶段,有时候仍然会忽视企业品牌忠诚管理,导致消费者在购买和使用电子机票的过程中没有形成满意和品牌忠诚。面对电子机票激烈的市场竞争和管理现状,我国的航空公司迫切需要品牌忠诚管理方面的指导。本论文基于上述研究背景,在总结回顾国内外品牌忠诚的相关理论和研究成果的基础上,采用规范分析和实证研究相结合的方法,对在我国民航业的电子机票品牌忠诚和品牌忠诚的驱动因素问题进行研究,并建立电子机票品牌忠诚驱动模型,以期望对我国航空公司在电子机票市场上建立品牌忠诚有理论上和事实上的指导作用。通过对沈阳市的民航市场进行实证研究,本论文共收集380份有效问卷,并运用SPSS13.0软件进行统计分析,包括描述性统计分析,相关分析,T检验,回归分析等,并得出以下结论：品牌信任对行为忠诚有正向影响,但影响程度很小,而对态度忠诚无显著影响；品牌喜爱对电子机票消费者行为忠诚和态度忠诚都有正向影响且影响程度较大,是品牌忠诚的主要驱动因素；感知价值对电子机票消费者行为忠诚有正向影响,影响程度中等,而对态度忠诚无显著影响；感知质量对电子机票消费者行为忠诚和态度忠诚都有正向影响且影响程度中等,是品牌忠诚的主要驱动因素；品牌差异性对电子机票消费者态度忠诚有正向影响,影响程度较大,而对行为忠诚无显著影响；不同消费者认知类型的消费者,其电子机票的品牌忠诚会有显著的差异。
[Abstract]:In recent ten years , China ' s e - commerce market has developed rapidly , and its hardware and software conditions have been significantly improved . In this context , China ' s civil aviation industry has developed rapidly , and its market size has been expanded at 15 % a year . In this context , our country ' s airline has just stepped out of the market competition stage , and it has not formed satisfactory and brand loyalty in the process of buying and using e - ticket . In the face of the fierce market competition and management of the electronic ticket , our country ' s airlines urgently need the guidance of brand loyalty management .

Based on the research background , this paper studies the driving factors of brand loyalty and brand loyalty of E - Ticket brand loyalty and brand loyalty in China ' s civil aviation industry on the basis of reviewing the relevant theories and research results of brand loyalty at home and abroad .

Through an empirical study of the civil aviation market in Shenyang , 380 effective questionnaires were collected and analyzed by SPSS 13.0 software , including descriptive statistics , correlation analysis , T test , regression analysis and so on , and the following conclusions are drawn :

Brand trust has positive influence on behavior loyalty , but the influence degree is very small , and there is no significant influence on attitude loyalty ;
Brand love has positive influence on the loyalty and attitude loyalty of the consumer behavior of E - Ticket , which is the main driving factor of brand loyalty .
The perceived value has a positive effect on the loyalty of the consumer behavior of the electronic ticket , and the influence degree is medium , and has no significant influence on the attitude loyalty ;
The perceived quality has a positive impact on the loyalty and attitude loyalty of the consumer behavior of the E - Ticket , which is the main driving factor of brand loyalty ;
The brand difference has positive influence on the customer ' s attitude to the electronic ticket , and the influence degree is large , and there is no significant influence on the behavior loyalty ;
There are significant differences in the brand loyalty of consumers with different types of consumers .
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2008
【分类号】：F273.2;F562;F724.6;F224

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